When I was an undergraduate student, I took a course titled “Bibliographical Studies of Entrepreneurial Thinkers and Giants.” The goal was to study successful entrepreneurs through the lens of their personal stories. Names like Aliko Dangote and Steve Jobs filled our reading lists. Their journeys were inspiring, but something in me kept asking, “Is greatness only found in giants?”
That question started a quiet rebellion in my mind. Still, like my classmates, I delved into the lives of these business moguls and completed the course as expected. It was afterwards, during a quiet moment of reflection, that something shifted. I began thinking about something different—animals. Not the fierce or dominant ones, but the smaller, often overlooked creatures in nature. I wondered if their habits, instincts, and ways of surviving could teach us something about leadership and entrepreneurship. Could the story of a tiny insect or a clever bird mirror the path of a startup founder or a community leader?
That curiosity led me to observe and research. I built a personal list of animals that, in their own way, reflect the journey of entrepreneurs and leaders—especially those starting small or rising from unexpected places. Over time, that list grew to ten (I will focus on five in this article). Recently, I also noticed how many universities and major brands use animals as mascots. These mascot animals often carry identity, values, and a sense of aspiration. That connection brought my earlier curiosity full circle.
In the world of entrepreneurship, we often look for inspiration in humans—successful leaders, innovative companies, and breakthrough stories. But what if we expanded our lens to find wisdom in the creatures around us? Nature, in all its glory, mirrors the very essence of entrepreneurship: survival, adaptation, and purpose. What if the animals we admire for their grit and instinct also held lessons for our business journey?
Let me introduce you to these unexpected teachers: Tortoise, Spider, Rooster, Bird, and Goat. You might find they have more in common with entrepreneurs than you think. These teachers continue to teach me lessons that shape how I view entrepreneurship, small business, and leadership today.
The Tortoise: Start Where You Are
We often overlook the tortoise because of its slow gait and heavy shell. It doesn’t get the glamour of speed or the thrill of the chase. But let’s be honest—how many entrepreneurs start with speed? Most of us begin burdened: by lack of funding, lack of networks, or lack of clarity. Like the tortoise, we carry our limitations with us. This is the reality for many small business owners and entrepreneurs who don’t have the luxury of venture capital, name recognition, or elite networks. Starting a business without funding or fanfare can feel like carrying a shell on your back. But starting small is not a disadvantage.
Slow and steady wins the race, or so the fable goes. The tortoise is slow—not because it chooses to be, but because its shell is heavy. It doesn’t have wings to soar or claws to leap. But it has one thing going for it: it keeps moving, it thrives. Why? Because it adapts to its environment. It doesn’t measure progress by comparing itself to the hare, but rather by making steady strides in the terrain it understands.
Small business owners need to understand that entrepreneurship is a journey, not a sprint, and that sustainable growth comes from steady effort over time. Also, it is important for entrepreneurs to adapt to their business environment, rather than focusing solely on competitors. Finally, there is a need to embrace incremental growth as you focus on laying strong foundations, one step at a time.
For early-stage founders, especially those from emerging economies or underserved communities, this mindset is critical: build slowly, build smartly, and build in response to your environment. Mailchimp’s story is a fantastic example that resonates with a tortoise. It started as a side hustle by Ben Chestnut and Dan Kurzius who had their fair share of humble beginnings. They bootstrapped for more than 20 years until 2021, when Intuit acquired it for $12 billion. The company spent years growing slowly, focusing on serving small businesses well. Today, Mailchimp is worth billions and serves millions globally, still maintaining its user-first philosophy.
Actionable Insights for Small Business Owners
- Stop Comparing. Everyone is running a different race. Focus on your terrain, not someone else’s timeline.
- Build for Resilience. Like the tortoise’s shell, your business needs protection—emergency funds, a core customer base, and foundational systems.
- Own Your Size. Small businesses can do what big ones can’t—adapt quickly, connect deeply, and innovate on a dime. Lean into that.
- Set Steady Goals. You don’t need a five-year overnight success plan. Start with five daily actions that move your idea forward.
Speed can be sexy, but sustainability wins the marathon. The tortoise teaches us that showing up every day, especially when it’s hard, is a kind of excellence all on its own.
The Spider: Build with What’s in Your Hands
Spiders are the unsung architects of the animal kingdom. With their eight nimble legs, they craft intricate webs that serve as both homes and hunting grounds. The spider’s ability to create something complex and functional from seemingly simple materials speaks to the power of innovation and creativity. The spider is a marvel of innovation. Without access to external tools or complex systems, it creates. In silence, in corners, or on ceilings, the spider works. It does not wait for better materials or a fancy environment—it uses what it has. Spiders do not rush. They study their surroundings, then begin to build—with only what they have. No hammer, no nails, no outsourced labor. Just instinct, design, and focus. What’s truly remarkable isn’t just that spiders build webs. It’s what they build: carefully engineered structures, customized for their environment, designed for both survival and success.
Entrepreneurs often believe they need more before they can begin: more capital, more education, more validation. But the spider teaches us to innovate with what we already have. The spider doesn’t wait for the perfect moment. It builds anyway—and positions itself for success. Every touchpoint with a customer, every blog post, every pitch are all part of the ecosystem you’re weaving. Your first product doesn’t need to be perfect. It needs to be purposeful.
Entrepreneurs, especially those in creative industries or tech-driven sectors, can look to the spider for inspiration. Building a business, much like spinning a web, requires skill, precision, and adaptability. Entrepreneurs must use their hands (and minds) to create something that serves a purpose, and often that creation needs to evolve over time as new challenges and opportunities arise. This is the blueprint for scrappy entrepreneurship, especially for founders starting without access to large capital or big teams. It’s about building with your own hands—designing products, solving problems, and experimenting, all while staying agile and alert to opportunities and risks. The spider doesn’t build once and hope it lasts forever. The web may tear; the wind may blow it away. Yet the spider rebuilds. Every. Single. Time. It is a relentless innovator, weaving its survival with creativity, patience, and grit.
Sara Blakely’s story is a masterclass in spider-like ingenuity. With just $5,000 in savings and no formal background in fashion, she prototyped her first Spanx product using scissors, pantyhose, and resourcefulness. She didn’t hire a product designer. She was the designer, marketer, and pitch woman. Her big break came when Oprah named Spanx one of her “Favorite Things.” Today, Sara is a self-made billionaire. Her success didn’t come from abundant resources, it came from her ability to weave something remarkable from very little.
Actionable Insights for Small Business Owners:
- Create Before You’re Ready. You’ll never have everything you need—but start anyway. Progress comes from doing, not waiting.
- Think Like an Engineer. The spider’s web is functional, not flashy. Build a business model that attracts, retains, and feeds your growth. Every part of your “web” should have a purpose.
- Position Matters. Spiders don’t build just anywhere—they choose where the prey is likely to land. For you, this could mean placing your offer in front of the right audience—whether that’s TikTok, a local fair, or an underserved online community.
- Stay Ready to Rebuild. A setback isn’t the end. If a web gets broken, a spider rebuilds. Your prototype fails? Try again. Your launch flops? Tweak and relaunch. Create resilience through iteration.
Don’t worry about building fast. Worry about building smart. One well-placed web can feed you for a season. The spider teaches us that innovation is about essence. In a world that worships speed and scale, it whispers a different wisdom: Create. Refine. Strategically place your vision. And wait with discipline.
The Rooster: Size Doesn’t Define Impact
At first glance, a rooster doesn’t seem all that special. It’s small, not particularly fast, and lacks the majestic flair of an eagle or the might of a lion. But consider this: a young rooster’s crow can wake an entire village. It doesn’t need a microphone. It doesn’t need permission. It simply understands the power of its voice. This is a powerful metaphor for leadership. The rooster may not soar high, but it commands attention—not through size or strength, but through voice and timing. It wakes people up. It calls others into action. It leads not by force, but by presence.
In entrepreneurship, this is the story of founders and changemakers who may be young, underestimated, or operating from small corners but use their voice, story, and timing to make impact. At just 4 years old, Mikaila Ulmer was stung by two bees. Instead of growing fearful, she grew curious—and soon learned about the importance of bees in our ecosystem. Inspired, she took her great-grandmother’s flaxseed lemonade recipe, added a mission to “save the bees,” and began selling at a stand outside her home. That lemonade stand turned into a business. By age 11, she had struck a deal with Whole Foods, and now, Me & the Bees Lemonade is in over 6,000 stores across the U.S.
Actionable Insights for Small Business Owners:
- Use Your Voice, Even If It Shakes. Whether it’s through writing, public speaking, video, or community building—don’t underestimate your ability to influence just by showing up and speaking out.
- Position Yourself to Be Heard. The rooster doesn’t just crow randomly. It does so at the right moment. Timing your message, launch, or campaign is often as important as the message itself.
- Don’t Wait for Validation. Leadership isn’t about age or approval—it’s about stepping up when others won’t. Whether you’re 14 or 41, there’s always a platform that needs your voice.
- Lead From Where You Are. You don’t need to run a billion-dollar company to lead. You can lead your team, your neighborhood, or your industry niche with authenticity and impact.
The rooster reminds us that voice is power. You may be small in size, but if your message is clear, your timing is right, and your heart is in the mission—people will listen. Even the sun waits for the rooster to crow.
The Bird: The Power of Self-Belief and Elevation
Birds are among the most captivating creatures in nature—not because they dominate with size or strength, but because they have the audacity to fly. Think about it: a bird doesn’t question the sky. It simply opens its wings and rises. This is the energy of self-belief. It’s what many entrepreneurs lack—not resources, not ideas, but the confidence to take off. Birds don’t look down; they look forward and upward. They don’t wait for consensus, they move with instinct, direction, and a quiet certainty that they were made to soar.
For entrepreneurs, especially those starting small, in crowded markets, or with limited backing, this is a lesson in elevation through belief. Self-belief is critical in the early stages of business, especially when external validation is scarce and the road ahead seems uncertain. By believing in yourself and your vision, you empower yourself to rise above challenges and take risks that others may shy away from.
Angelica Nwandu launched The Shade Room with just a laptop and a dream, writing celebrity gossip and community news from her apartment. With no formal background in media, no seed funding, and a small audience, she still launched. Why? Because she believed in her unique voice and perspective. She believed there was a niche waiting to be served. Today, The Shade Room has over 30 million followers and is a staple of urban digital media. She didn’t ask for permission. She didn’t wait to be validated. Like a bird, she took flight—and the audience came.
Actionable Insights for Small Business Owners:
- Your wings are your ideas and gifts—use them. You don’t need external validation to begin. Trust that your uniqueness is your advantage.
- Rise above the noise. In saturated industries, the best way to stand out isn’t to shout—it’s to elevate. Position your product, voice, or service in a lane that aligns with your true story.
- Be intentional about altitude. Birds don’t aimlessly flap—they rise with precision. The same goes for growth: don’t chase every trend. Focus on vision, value, and velocity.
- Let setbacks lift you. Some birds catch turbulence and use it to rise higher. Treat challenges as winds that make your wings stronger, not reasons to quit.
In a world where many play it safe on the ground, the bird invites you to believe differently. Not arrogantly, not blindly—but boldly. Because once you believe you can fly, the sky is no longer the limit—it’s your starting line.
The Goat: Redefining Stubbornness as Resilience
Goats are often labeled as stubborn. If you’ve ever seen one try to squeeze through a tight space, climb a cliff, or push past a fence, you’ll understand why. But what’s perceived as stubbornness is actually something far more valuable: resilience.
Unlike other animals that back down when met with obstacles, the goat charges ahead. It finds alternative routes. It refuses to give up. It adjusts its grip on the rocks and keeps climbing. Goats aren’t reckless—they’re determined.
In the world of entrepreneurship, especially for small business owners, resilience is not optional. Challenges are guaranteed—what determines success is the ability to push through, pivot when necessary, and never settle.
Jason Njoku, co-founder of iROKOtv, launched a Nollywood streaming service after several failed ventures. IROKOtv marked his 11th attempt at starting a business. This self-proclaimed serial entrepreneur found himself at the drawing board again after a series of failed enterprises. Yet, amidst these setbacks, the idea of creating a new distribution platform for Nollywood movies dawned on him. Investors said African audiences wouldn’t pay to stream films. Jason pushed through, bootstrapped, and today, iROKOtv serves millions globally.
Actionable Insights for Small Business Owners:
- Redefine “stubborn” in your favor. It’s not about being inflexible—it’s about staying committed to your vision despite opposition or failure.
- Develop mental stamina. Entrepreneurship is a marathon with uneven terrain. Build habits that strengthen your focus, emotional balance, and grit.
- Expect to hear “no”—but keep knocking. Gatekeepers are part of the process. Goats don’t wait for gates to open—they find a way through or over.
- Celebrate small climbs. Every small win is a foothold. Honor each step, no matter how minor, because that’s how momentum builds on the mountain.
The goat teaches us that success isn’t always about speed, size, or even skill—it’s about persistence. It’s about showing up, pushing through, and believing that where others stop, you start again. In the end, every trailblazing entrepreneur is a little bit of a goat—headstrong in hope, rugged in resilience, and always ready to take the next step up.
Embrace the Wisdom of Nature in Your Entrepreneurial Journey
In a world that often equates success with rapid growth and disruptive innovation, it’s easy to forget that sustainable success is rarely built on shortcuts or quick fixes. Small businesses, especially in their early stages, operate in a space where patience, adaptability, creativity, and resilience are the most essential ingredients.
For small business owners, solopreneurs, and emerging leaders, the metaphors offered by these animals are crucial reminders. They encourage us to embrace the journey of building something meaningful, even if it starts small or faces seemingly insurmountable odds. These creatures show us that success doesn’t need to be glamorous, and that it can be found in the quiet, steady progress we make every day, even when no one is watching.
The Tortoise reminds us to be patient with our growth, understanding that slow and steady wins the race. The Spider teaches us that innovation comes not from perfection but from persistence, skill, and constant refinement. The Rooster shows that even small voices can create ripples of influence, and leadership doesn’t require grandeur—just a clear, consistent presence. The Bird invites us to embrace self-belief and the courage to elevate ourselves beyond the noise. Finally, the Goat redefines what it means to be “stubborn,” showing us that resilience is the key to overcoming obstacles and pushing past limitations.
As entrepreneurs, we often face moments of doubt. We may feel behind, unheard, or overlooked—especially in the early days when success seems like a distant dream. But in those moments, perhaps the greatest wisdom lies in the quiet confidence of the tortoise, the intricate designs of the spider, the loud crow of the rooster, the soaring freedom of the bird, and the stubborn persistence of the goat. These animals demonstrate that in their smallness lies greatness.
So, the next time you face a challenge that seems too big to overcome, or when the hustle feels overwhelming, remember: the lessons from nature’s creatures are always within reach. Like them, you have everything you need to thrive. Whether it’s patience, creativity, confidence, or resilience, these qualities will guide you on the path to entrepreneurial success. Keep moving forward—one step, one web, one crow, one flight, one climb at a time.
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